2016 Winners & Shortlists

Brief Explanation

Our research revealed that numbers told only half the story: Because while brick-and-mortar retail sales in the UAE were expected to reach AED 160 billion (USD 44 billion) in 2015 - total value of e-commerce in the UAE was estimated at USD 2.5 billion in 2015. Which meant that a large number of people either hadn't got the point about online shopping or were still not comfortable with the format. So our idea focussed on them through ‘the benefits of online shopping’. So our idea focussed on them through ‘the benefits of online shopping’. The benefits were then highlighted in URL form as this was for an eCommerce site launch.

The Campaign

U.A.E. has one of the highest rates of internet penetration in the world, with up to 95% of the population online. Consequently, the U.A.E has number of online shopping options. The challenge here was how do we enter an established market and stay first in top-of-mind presence? The idea focused on building the Eros eCommerce brand on 'the benefits of online shopping’. To attract our audience, we highlighted these benefits through intriguing URLs (such as www.shopinyourpjamas.ae, www.noneedtofindparking.ae). These URLs would become the hero of the campaign. The URL's were registered and once someone typed these URLs onto the web, they would be re-directed to www.erosdigitalhome.ae site. This fully integrated campaign launched with print ads, digital advertising, social advertising and 15 seconds tvc/videos. The outcome was positive in terms of brand recall, reach of online media and was very well received in the industry.

Creative Execution

Our campaign amplified the benefits of online shopping in a way that caught our audience’s attention: We campaigned the benefits in the form of intriguing URLs. Here are a few examples: www.shopinyourpyjamas.ae www.offerthatyoucantrefuse.ae www.noneedtofindparking.ae We actually bought these URLs from the telecom company, so that when one types these in the address bar or clicks online, they were redirected to www.erosdigitaslhome.ae site. The campaign included Google and Facebook advertising, print ads in the UAE’s leading publications, TV, YouTube videos and PR. We sweetened the campaign by rewarding those who registered on-site with an instant gratification of AED 50. (The registrations also collected data for future CRM campaigns.) We maintained the campaigns in the coming months with print, digital and TV channel presence by adapting it for tactical campaigns like National Day and Christmas.

Once the idea came to life and the campaign launched, we achieved our goal of being top-of-mind. The city was buzzing with mention of our campaign. Online presence showcased great results. For Google campaigns, the overall CTR was the highest for search campaigns at 3.35% in the region whereas the display campaign was 0.92% while the overall reach in Facebook was 1,739,507 and page engagement in Facebook was 604,873. (Page engagement includes total shares, page likes, post likes, comments, shares etc). Overall, the digital campaign delivered 11,945,078 impressions and 768,320 clicks/views were received. On YouTube and Facebook, our videos were seen by over 1.2 million unique users, with 23% viewing the whole video. In addition, digital experts in the media, including in the ‘Private View’ section of Campaign magazine, reviewed the campaign favourably.